Bisnow’s Down & Dirty Guide To Schmoozing

Networking is a key to success—and that goes double in commercial real estate. With close to 300 events a year, Bisnow has picked up a thing or two about working the room—but how do some of the best go about it? 

1. Conversation—Breaking In

The first thing on every schmoozer's mind is a way into the conversation. Ackman-Ziff Real Estate president Simon Ziff (above, center) tells Bisnow that, as a broker, he likes to keep in mind what he brings to the table.

"As brokers, because we’re on the front lines of capital markets—which is relevant to everybody in the business—people tend to want to know what we're seeing out there," Simon says. "So that works as a good conversation starter."

For those who don't have such sweet info, Bisnow VP Miles Bloom (pictured with NY Gov. Andrew Cuomo and Bisnow COO Francesco DiCamilli) tells us to just keep introductions simple.

Sometimes it's easy to forget that people go to networking events to, well, network, Miles says. "Cut right to the chase, don’t worry about any cute lines, literally just walk up to someone, say hello and introduce yourself."

2. How Much To Drink

Of course, a little liquid courage never hurts an ice-breaker—just don't go overboard.

Stout & Teague's Michael Gordon (pictured) sticks to just two libations at business functions, "one for when I arrive and the second once I get into a good conversation."

Miles has seen some people get clear drinks like vodka and soda, so they can easily switch to soda after a drink or two. "Just don’t be drunk, loud and sounding like an idiot," he says.

3. Conversation—Keeping It Lively

Once you've broken you're way in, know when you're wanted, Simon says. "I try to get a sense whether the person is just saying hello, or actually wants to make conversation." 

Michael notes the importance of getting away from business talk. "I ask people lots and lots of questions, mostly not about real estate," he says. "Everyone loves to talk about themselves if given the right opportunity."

4. Conversation—Fail-safes And Breaking Out 

Bisnow VP of sales Mike Ponticelli (pictured, right) has a few go-to questions to keep the conversation rolling, like: So you see so-and-so on the second panel? His project XYZ is really interesting, have you heard about it? Tell me what you do again? and (simple, yet elegant) What's that like?

Both people can feel when the interaction has run its course, Miles adds, and there's never a problem with saying "nice to meet you," handing over a business card and moving on.

5. Business Cards

And speaking of business cards, keep them on you.

"Unless you're Michael Jordan or Donald Trump, you would have to be pretty naive or arrogant to think everyone knows who you are," Michael Gordon says. "I try to always have one handy, but if I ever really want to connect with someone and can't reach them, I call Bisnow."

Miles keeps a pen on him to jot down a few notes on cards he gets throughout the night, although now there are apps that scan cards right to your phone.

6. The Follow-up

Grabbing that business card is crucial for the final part of your schmoozing journey: the follow-up.

Miles (above with Bisnow CEO Will Friend) emphasizes the importance of follow-up emails while the conversations are still fresh. Anyone could turn into a valuable contact if you understand how they fit into the industry.

Simon agrees, advising to shoot out follow-up emails "giving info you wish you had at the time, setting up a time to meet, or even just apologizing for a bad joke."